Whilst most social media seems to be simple text or image posts, many forget the importance of videos. Video’s will capture your audience in just a few seconds, and if your content is interesting enough, the viewer is likely to stick around. With the rise of YouTube, TikTok and most recently Instagram Reels, many businesses now look to post engaging content for new audiences across these platforms. 
Videos allow you to create interesting, visually based content that is a lot easier to consume than written paragraphs or swiping across to view paragraphs on attractive infographics. Videos require little to no interaction from the viewer – they simply have to press play, or just stop scrolling due to the auto-play feature. If you take a look at some of the most successful companies on social media, they will often use videos, especially when they’re trying to reach new audiences. As long as you have a good idea about who your audience is, you’re likely to succeed. 
TikTok is the perfect platform to try and reach a bigger audience – if a viewer is already interacting with similar content to yours on their personalised ‘For You’ page, then your video is more likely to appear in their streamlined timeline. This means you gain more exposure, new followers, and the more interaction your video gets, the more likely you are to appear on other people’s pages. 
Knowing your audience is vital when creating video content. If your audience is people over 50 for example, then the platforms you target need to be different, and the type of content you’re creating needs to be marketed towards them. Posting on Tiktok with a video trying to tap into current pop culture trends or references are likely to be lost on an older audience, or just ignored. You need to be aware of what your audience is likely to be aware of. Drastically changing your style that’s already known and liked in order to gain a new audience will also be detrimental – it’s fine to try and reach new people, but ensuring you also keep the original one engaged will allow you to grow more. 
Depending on the type of business you’re running, you have the opportunity to make your videos more personal. Show the audience the face/faces behind the company, give them exclusive behind the scenes access, convey your message. If the audience can’t tell you believe in your business through writing, or don’t take interest in an explanation about your process, then show them through speaking, introducing them to others that work for you and letting them know how the company is run behind the screen. 
When creating video content, you have to remember that you’re competing against a rapidly moving and developed industry. Videos with bad audio quality, low quality visuals or basic graphics no longer cut it. Of course, when you first create content, it won’t be perfect – finding the right avenue to go down with this content will be a trial-and-error process, but making sure the basics are sorted will already put you ahead in terms of being creative and finding out what’s right for you. 
Tips for successful video marketing: 
Watermark your videos – making sure your content can’t be stolen is highly important. Adding your company’s logo somewhere into the video will ensure you will avoid any of your content being distributed as belonging to someone else. 
Try and use current trends – These don’t just have to be part of the video, but also with hashtags. For example, using a hashtag such as #MondayMotivation if you’re trying to inspire people will put your video onto this hashtag and can be seen by anyone following or interested in that topic. 
Think of your brand voice – If you’re using a corporate style brand voice in your writing and infographics but aim to use more humorous content in your videos, your audience may be confused as to the sudden change. Try to incorporate your brand voice into all your content, or begin to adapt it if your video content doesn’t quite match up 
Get your audience’s attention – making sure your content isn’t too long or too short will allow you to capture the audience’s attention span for the correct amount of time without them clicking off or just scrolling past. Engage them in the first few seconds and they’ll stick around. 
Video creation is a learning process that won’t be instantly perfect the first few times you try, but with the right motivation to make your videos a part of your social media marketing plan, you’ll be able to expand on how your business is doing. By 2022, consumer internet traffic will be 82% video content, and it’s 40 times more likely to be shared than text-based posts. Make sure you’re optimising your chances of growing your social media traffic and start creating video content today. 
Need further advice? 
Get in touch to discuss your specific requirements and see how we can help you grow your social media presence 
Tel: 07963216248 
Email: chris@chrislondononline.co.uk 
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